Generating attention = more money

I know a bunch of folks with over a million followers and blue checkmarks (verified accounts), but they’re flat broke, driving an Uber to pay rent they’re late on.

Go LIVE every day

That’s what they do, but it doesn’t mean that it’s what we should do. We’re business owners who don’t make a living on social media. Instead, we use social media as a channel to drive more clients to our business.

If you don’t hop on the latest trend, you’ll miss out

FOMO, or the Fear Of Missing Out, is real, and it’s powerful. See my post about the TikTok craze– where TikTok itself is hot, but the courses are pure trash.

You need to go viral

If you’re teaching a course, you better have proof. But if you’re a real estate agent, lawyer, dentist, or chiropractor– you only need clients and patients. Ranking in local search in your city is what matters– not global stardom.

The “secret” technique

If you believe this, I have oceanfront property in Nevada to sell you. The next time you see a heart surgeon or a pilot, ask them if there’s a “secret” to what they’re doing.

Fake it ‘till you make it

Pose like you’re successful, and you’re 90% there. I met the founder of Voodoo Doughnuts in some sleepy beach town in Costa Rica. That’s totally unexpected. You’ll never know. That guy you see with the Lamborghini on social media is probably broke, and the car is rented.

You’re just one funnel away

You’re also one lottery ticket away from millions. They use this because it’s the flytrap that wantrepreneurs fall for– and will continue to fall for in decades to come. If you keep making content, eventually, you’ll win. That donkey isn’t going to turn into a unicorn, no matter how many miles it runs on a treadmill. Sheer force won’t open the vault, but systems, processes, good people, and a solid product or service will, over time.

The Rags to Riches success story (also known as the “hero’s journey”)

This is the classic story of how they struggled, just like you– but then stumbled across a magic lamp (everyone has their version of the secret object). And now– BOOM! Lamborghinis, boats, and mansions!

Anything with “figures”– 7 figures, 8 figures, etc…

I know some folks who do generate seven figures in revenue– but when you factor in ad costs and labor, they are actually losing money. Anyone promising a shortcut is trying to sell you something. If they make more money from selling courses or coaching than an actual product or service, that’s your go signal to run in the other direction.

What are some of the favorite lies that you’ve seen?

If you want to know more about building authority, read my post, Authority is What Drives the Algorithm.